Catalyst : How Claude AI Has Improved (Nearly) Everything in My Business

ABOUT YOUR HOST

Sam Etherington is the founder of Seed & Solace, a digital marketing consultancy specialising in SEO and growth strategy. Over the past two months Sam has integrated Claude AI across nearly every part of the business, with significant results across client work, content, and operations.

This interactive session is designed to support you as you navigate both the emotional and practical realities of working with AI in your business. Rather than focusing on tools or technical detail, we explore how your mindset, confidence, and psychological readiness shape your ability to experiment, learn, and use technology in ways that genuinely support your business.

You will be invited into a psychologically safe space to explore uncertainty, curiosity, and opportunity, and to take part in open, honest conversations about what it means to work alongside new technology while growing a business.

The session recognises that many of the real barriers to using AI are human rather than technical. You will be supported to identify any personal fears or blockers, understand your reactions to digital change, and reframe these using practical, evidence-based strategies that feel realistic and relevant for growing businesses.

What you will take away:

• A clear understanding of what a digital mindset actually is
• The chance to explore common hopes, fears, and questions about AI alongside other women in business
• A deeper understanding of the psychological aspects of adapting to new technology
• Greater confidence to experiment and learn, without needing to be an expert
• The foundations of a future-ready mindset as your business scales

Is this for you?

This session is particularly well suited to you if you are curious about AI, cautious about its impact, or simply unsure where to begin. No technical knowledge is required. The focus is on clarity, confidence, and practical next steps that align with your values, wellbeing, and long-term business growth.

Know what’s Happening Next — before everyone else does.

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Host or Publisher Royal Bank of Scotland Entrepreneurship